Sales Planning and Operations Analysis: A Report on Tesco's Strategies

This report provides a comprehensive analysis of sales planning and operations within Tesco, a leading UK retail company. It begins by exploring how personal selling supports the promotional mix and examines the impact of buyer behavior and decision-making processes on Tesco's marketing efforts. The report then analyzes the role of the sales team in Tesco's marketing strategy, highlighting its importance in customer interaction, information dissemination, and brand building. Furthermore, the report delves into developing sales strategies aligned with Tesco's corporate objectives, emphasizing the importance of recruitment, selection, motivation, remuneration, and training in sales management. It also covers organizing sales activities, controlling sales output, and utilizing databases for effective sales management. Finally, the report includes the development of a sales plan and investigates opportunities for international selling and the use of exhibitions or trade fairs.

SALES PLANNING AND OPERATIONS
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Table of Contents
INTRODUCTION .....................................................................................................................................4
TASK 1 ...................................................................................................................................................4
1.1How personal selling supports promotion mix ............................................................................4
1.2 Affects of buyers behaviors and decision-making process on Tesco............................................5
1.3 Analyzing role of sales team in marketing strategy of Tesco ......................................................6
TASK 2....................................................................................................................................................7
ATTACHED IN PPT..............................................................................................................................7
TASK 3 ...................................................................................................................................................7
3.1 How to develop sales strategies in line with corporate objective of Tesco .................................7
3.2 Importance of recruitment and selection....................................................................................7
3.3 Role of motivation, remuneration and training in sales management.........................................8
3.4 Explanation how sales management organise sales activity and control sales output..............10
3.5 Explain use of Database in effective sales management............................................................10
TASK 4..................................................................................................................................................11
4.1Develop sales Plan .....................................................................................................................11
4.2Investigate opportunity for selling internationally......................................................................11
4.3Investigate opportunity for using exhibitions or trade fairs........................................................12
CONCLUSION.......................................................................................................................................12
REFERENCES.........................................................................................................................................14

INTRODUCTION
When sales are initiated, planning is the pre-requisite condition to make activities of
marketing effective and efficient. In most of the business organizations sales planning and
operations plays an important role to increase sales of products and services in a firm.
Promotional activities and strategies are key drivers to sell a product or a service. The biggest
challenge for business organizations in the current business scenario is to increase sales of
their offerings. In the present context thousands of companies are operating in the same
industry. This depicts high competition in the industry (Lim Alpan and Penz, 2014.). Each of
the firm faces tough competition. To face this cut throat competition, firms needs sales
planning and operations. The possession of products is transferred with sales. Planning in
simple terms is to determine what is to be done and what should not be done. These
challenges can be met through effective and efficient sales planning and promotion. The
present report is made on sales planning and operations for which Tesco is being taken into
context which is a leading retail brand in UK. The famous supermarket offers products such
as books, clothes, electronic items, furniture, toys, petrol, financial services, telecoms,
internet services software etc. The report is going to highlight the impact of customer
behavior and decision making process on chosen retail company. It will also throw light on
how the firm develops its sales strategies aligned with its corporate objectives.
TASK 1
1.1How personal selling supports promotion mix
Personal selling process is the process in which a firm sells its products and services
in a direct manner to the customers by taking use of its staff. The employees of firm try to
know the needs and want of customers and meet them with full satisfaction. They also try to
inspire customers to purchase their products and services. Promotion refers to increasing the
amount of sales amount. Promotional mix is the combination of different variables which
fosters amount of sales (Bichou, 2014). This consists of advertising, sales promotion, public
relations, personal selling etc. out of all the four components, personal selling supports
promotional mix on a wider scale. Most of the organizations focus on personal selling.
Personal selling supports promotion mix in terms of two way communication, relationship
building, better influential, better reactions, qualities of an effective sales man such as

physical qualities, psychological qualities, mental qualities, social qualities and many more.
For personal selling the sales man of the quoted organization should have traits such as good
memory power, appropriate presentation qualities, good character, and loyalty (Kenworthy,
2013). All these qualities are very supportive in making the promotion mix of the mentioned
organization a success. To understand how personal selling supports promotional mix, here
are the following points:
 Advertising: It is the procedure of giving information to the customers about the new,
present or prospective products or services. Customers take out information about
products regarding their features, price, quality standards, permanence and many
more. Cited firm take use of this element of promotional mix to boost up its sales.
Personal selling also comprises of some advertising activities.
 Personal selling: It is one of the popular process to sell product directly to the
customers. In this, chosen retail firm tries to build direct relationship with its
customers. Thus, it has good chances to attain more and better information from the
customers.
 Public relation: Public relation is a good method to increase sales. Under this,
customers are given the latest information about the products and services of cited
organization. Personal selling is an effective means to keep and maintain healthy
public relation (Garcia-Sabater Maheut and Garcia-Sabater, 2012).
1.2 Affects of buyers behaviors and decision-making process on Tesco
For effective sales of a product or service, Tesco needs to understand and know how
buyers behave when they purchase their products or services. It needs to study consumer
behavior which consists of assessing what type of products buyers purchase and how and
when they decide to buy a particular product among many choices (Swink and et. al., 2014).
Tesco will have several affects which can be understood with the below elaborated points:
 Marketing: Mentioned organization mostly studies consumer behavior for
determining when, how and where it has to market its products and services. For
instance, if the firm tries to design products for household use then it has to make
commercials, social media pages and promotional activities to increase its sales. The
firm also sells books. For this it will promote in colleges, schools and universities or
use its social media page such as face book.

 Product development: Consumer behavior also makes impact on deciding what
products or services are to be offered by the cited firm. When the mentioned
organization knows what their customers purchase and in what manner they go about
purchasing products, it is more convenient for it to identify their need which is not
satisfied (Ross, 2015).
 Customer services: When the cited organization is able to know how their
customers behave for the products which it is selling, it will be able to develop a
better understanding regarding what should be provided to them which will grow the
possibilities of making them to visit stores again.
1.3 Analyzing role of sales team in marketing strategy of Tesco
The role of sales team in marketing strategy of Tesco is vital for making it a success.
It plays an important role to increase volume of sales. The role of sales team in marketing
strategy of Tesco is mentioned below:
1. Sales team provides home delivery services to customers of Tesco
2. The sales team of cited firm inspires buyers to purchase its products and services.
3. Sales team makes contacts with buyers ad gathers information about products and
services (Ingram and et. al., 2012).
4. It helps in promotion of products and services.
5. It assists in distributing information to buyers.
6. Sales team of mentioned retail organization follows the marketing strategies and then
takes use of resources according to it.
7. It is supportive in increasing the brand image of quoted company.
8. It also helps in increasing revenues of firm.
9. Sales team works in a diligent manner for making a loyal and trustworthy customer
base.
10. Sales team of cited organization works in providing customers with latest and
updated information about the offerings of cited firm (Mahadevan, 2015).

All the aforementioned activities of sales team are very much essential for quoted retail
company.
TASK 2
ATTACHED IN PPT

TASK 3
3.1 How to develop sales strategies in line with corporate objective of Tesco
Sales strategies are the premeditated approaches for attaining sales targets of cited
firm through making policies, order generation, potential identification, presenting sales. The
objective of sales strategies comprises of increase in customer loyalty, making growth in
closeting ratio, lessening sales cycle, figuring out effective methods for facing competition, to
assists growth of product or market and helping to differentiate products and maximization of
competitive benefits (Kumar and Srivastava, 2014). The corporate objectives of Tesco are the
aims which facilitates in directing for activities to attain the mission and vision. In formal
words, objectives are the statement of intentions while goals are quantitative targets. Tesco is
retail and Grocery Company which offers a varied range of products. The cited firm
integrates its products and service with the corporate objectives. Sales strategies of quoted
firm supports in improving customer loyalty and growth in sales and profits. They are
formulated in such a manner that it reflects in its corporate strategies along with meeting the
needs of client and customers. Cited firm develops it sales strategies by conducting market
research and market survey of its products and services (Singh, and Lee, 2013). The sales
strategies of the close rival retail organizations are also taken into account which is aligned
with corporate objective of quoted organization.
3.2 Importance of recruitment and selection
Recruitment and selection is a very essential function in any business organization.
The devotion, dedication, efforts and contribution of employees defines the success and
growth of an organization. Recruitment and selection process is helpful for firms to select the
most appropriate employee which will be fruitful for the organization. Recruitment refers to
creating a candidates pool from which an organization is can chose the needed number of
employees. While, selection is the selection and appointing the most appropriate candidate
from the pool which is created (Lim Alpan and Penz, 2014). The recruitment and selection of
employees in sales team in Tesco is done with use of various techniques. They are helpful for
the human resource managers of cited firm for identifying and selecting the individuals which
are most suitable. The entire process begins with giving an advertisement for the vacant post
by designing a detailed job description and person specification which is required for the job.
There are various techniques which are adopted by mentioned organization for selecting the
needed number of staff from the talent pool which is created. To recruit employee in sales
department is very different from the normal recruitment procedure. For example, if an
employee is to be selected for an administration department then the HR professionals of
mentioned firm will look into their relevant background but if an employee for sales